A country’s image is an overall
reflection of that country, but unfortunately, there is ongoing propaganda
campaigns backed by the West in general and India in particular owing to which
Pakistan is facing serious image dilemma at international level. With regards to realigning on our foreign and
cultural policy objectives with the newly emerging global realities, our record
shows a backsliding approach submerged into traditional approaches. The Indian
cultural onslaught over shadows Pakistan’s diplomatic and cultural
efforts. Opposing powers, therefore,
take advantage of this vacuum ad defame Pakistan. Our ingress in the
international media is a known weak link and need to be addressed at foremost
priority.
Pakistan needs a sustained and
well-orchestrated effort to use the power of media to address the issue of
image building of Pakistan in the larger and long-term interest of the country.
In this scenario, ‘Project Paigham-e-Pakistan’ was launched for the improvement
of the image of Pakistan. The project also boasts to become a movement
permeating into the collective psyche of Pakistani Nation, especially our
future generation. Side by side with the media, other initiatives also merit
attention and are discussed in succeeding paras. Social Media and Foreign Media
sections’ proposals do not from part of this paper and are being suggested by
them separately. Following measures are suggested for projection of
Paigham-e-Pakistan at international level:-
• Globalization has made the world a one
market and Pakistan needs to compete with every other country, specially her
prime counterpart India, for its share of the world’s consumers, tourist,
investors, student, entrepreneurs, international sporting and cultural events.
It is important that Pakistan keeps branding its image through these tools. A
well planned policy at national level is, therefore, required to be
orchestrated and should be the first and foremost priority of the next coming
government. Pakistan must develop a rapport and ingress in the international
media quarters. Ministry of Information is suggested to formulate a policy
paper suggesting lines to foster this overture.
• Through the domestic media of Pakistan,
an impact factor can be created at international stage because few Pakistani
channels are very popular among the international audience and Pakistan media
market is one of the fastest growing markets in Afro-Asia. This will help to
create a critical mass needed to roll back Indian cultural hegemony.
• Youth to be enlightened through discourse
that they belong to a resilient and progressive Muslim society of Pakistan with
a rich cultural heritage. Social media is a strong medium that can be used by
the youth to thrive desired narratives at the international stage.
• There is a need to carry out an
analytical analysis of the facts and evaluate if Pakistan is ready to meet this
transpired challenge. Where social media is supposed to be used primarily for
entertainment purposed, it is being used to proliferate anti-state narratives,
recruiting new adherents by the extremist organizations and fulfilling
political motives by few quarters. Social media being one of the components of
hybrid war needs immediate attention to be tackled thought out national
strategy.
• A stable political government is the
pre-requisite for effective and positive perception management about the
country. Similarly, Foreign Office needs to revamp its way of working and adopt
modern techniques of perception building about Pakistan across the world
through lobbying, cultural exchanges, economic diplomacy, etc.
• Similarly, overseas Pakistanis, youth
studying abroad, think tanks that are heard at international level and media to
be engaged to project a titivated image of Pakistan at international level.
Most importantly, the Pakistani diplomatic missions abroad may be issued with a
well thought out programme by the Foreign Office to hold events, seminars,
talk, cultural endeavours, photo-exhibitions and other similar initiatives to
project a positive and glorifying image of Pakistan.
• Pakistan needs to exert to establish a
pro-Pakistani lobby in the west in order to offset the impact of Indian lobbies
extremely effective there. Role of foreign office and Pakistan’s missions
abroad will be in lead for achieving this objective.
• The encouraging military-backed academia
like NUST, LGU, Bahria University. Air University etc to establish their own TV
channels and newspapers in both Urdu and English have centres of excellence in
Mass Communication and other social sciences with the objective of producing an
elite class of youth who can fight Pakistan’s case on every forum
internationally and ultimately the Pakistani diaspora living abroad can be
incorporated.
• Movies and cinemas, due to their
extensive social outreach, are powerful mediums with regards to promoting
cultural landscape of Pakistan at international level. Although the dead film
industry of Pakistan has started breathing again, however, there is a need for
governmental patronage. Ministry of Information, Broadcasting and National
Heritage needs to work hard for the revitalization of the film industry in
Pakistan by providing them with financial support and other accommodations that
enables them to produce quality feature films that can be screened at
international platforms.
• Pakistan needs to be promoted through
various publicity materials, including documentaries and short film and
Pakistan Television Corporation and Radio Pakistan can use their archives to
generate thematic content with short movies and documentaries that reflect and
promote soft and real image of Pakistan.
• Positive projection of Pakistan as a
common cause may be the bottom line with media, if in doubt, follow the way
Indian media projects image of India. The Ministry Information and PEMRA to
adopt the mentor’s role in this case.
• Friends of Democratic Pakistan (FoDP),
is a group aimed to extend support to the Democratic Government of Pakistan in
its efforts to consolidate democracy in Pakistan and support social and
economic development. The group was launched New York on 26 September 2008 on
the sidelines of the UNGA session. The founding member states of FoDP included
Britain, France, Germany, U.S., China, UAE, Canada, Turkey, Australia and Italy
plus the UN and the EU. Other countries also joined and at the meeting held in
Abu Dhabi in April 2009 with a total of 24 member states and international
organizations. This forum needs to be invigorated as we have been abortive to
seek worthwhile benefit out of this initiative.
• Any effort by any media quarter to
malign Pakistan and its institutions should be dealt with potent media
regulations and culprits to be taken to task.
• Many foreign pro-Pakistan nationals are
making efforts to enhance cross-cultural understanding and an enduring
people-to-people contact between Pakistan and the western world. A word of
mouth by them on the positive Pakistan would have far reaching impact at
international level. These may be engaged by the government in general and ISPR
in particular after necessary security clearance. Personalities and artists
like these can create impact factor internationally. Few examples of such
foreigners who hold international fame are:-
o Cynthia Dawn Ritchie is an American
traveler and a documentary film maker who has been on a mission to present a
positive image of Pakistan. She has spent a considerable time in Pakistan in
private capacity. According to her,
Pakistan is a fascinating kaleidoscope of culture and tradition bounded by the
countries old cherished of common values of hospitality, altruism and an
esoteric celebration of family life. She
has appeared on a couple of TV shows and her documentary teaser and
administrations of Pakistan are available on the YouTube.
o Heather Schmid, a celebrity stratosphere
as an entertainment music diplomat who has proven herself in the entertainment
arena. She has also played to small,
private audiences, including dignitaries as the President of Pakistan, Benazir
Bhutto and Queen Noor. This American
singer is obsessed with Pakistan and things related to Pakistan. She loves Pakistani marriages, the
hospitality of Pakistani people, spicy food of Pakistan and the respect the
people of Pakistan give to their elders. She sung a pro-Pakistani song “Jaan
hai pehchan hei Pakistan” which became very popular.
